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ATP World Tour Premier Partnership To Feature Michelob Ultra In The U.S. From 2014

Ponte Vedra Beach, U.S.A.

Michelob© Getty ImagesStarting in 2014, Michelob ULTRA will be featured at tournaments within the United States.

The ATP today announced a change in branding strategy for its Premier Partner Sponsorship. Starting in 2014, Michelob ULTRA will be featured at tournaments within the United States.

Michelob ULTRA’s benefits will include net signage as well as all other on-site activations at the 10 U.S. tournaments. Corona Extra remains the premier partner of the ATP World Tour globally, and will continue to be featured at non-U.S. events.  The change in branding for U.S. tournaments follows the completion of AB InBev’s combination with Grupo Modelo earlier this year. [i]

"As a global sports property that takes place across 61 tournaments in 30 different countries throughout the season, we have always prided ourselves on our ability to adapt and build specifically tailored meaningful programmes for our partners on the ATP World Tour," said Laurent Delanney, ATP Commercial Director. "The integration of Michelob ULTRA within the U.S. market place demonstrates the type of flexibility we can bring to a multi-brand global partner of the ATP."

"In the U.S., we are pleased to bring Michelob ULTRA fans unique access to world class tennis via the ATP World Tour, and we’re looking forward to unveiling our plans soon," said Lori Shambro, Vice President, Michelob ULTRA. 

[i] Following the completion of the combination between Grupo Modelo and AB InBev, Crown Imports will continue to make all decisions, including pricing, marketing and distribution of Corona Extra in the U.S.  Questions regarding Corona Extra in the U.S. should continue to be directed to Crown Imports. 

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